Well, who doesn't want their business on the first page of Google and other search engine's results? That's obviously a good thing as opposed to being on the second, third, twentieth or four-hundredth page!
But is it enough? Well, the answer you won't hear from far too many 'SEO experts' is, "No. It is not."
What Too Many SEO Providers Don't Tell You
How could what I said above be true, that it's not sufficient to get your business on the first page of Google? The answer it actually quite simple... Which first page are we talking about? There is literally an infinite number of search terms that people can enter into Google or other search engines when seeking information. It's obvious that even for the specific area that your business is focused on, there are virtually as many different combinations of words people might use to find your business. Which ones will people actually use to find you?
Keywords Aren't King, But...
This is the primary way that too many 'SEO gurus' let you down. Keywords, or more accurately, keyword phrases, are those combinations of words that are most likely to be searched for a given subject. Now, keywords aren't king exactly, but keywords are the keys to the kingdom.
Search Engine Optimization is one of the most complex undertakings imaginable in the context of how many factors impact your ultimate success. Even if you limit the scope of your focus to just on-site elements of SEO, the variables are too numerous to create a static template for covering them all. They say 'the devil's in the details,' and it's the details that go into effectively selecting and then optimizing keywords that allows too may business owners to be taken advantage of when contracting SEO services.
Why 'Get Your Business on the First Page of Google' is not Enough
As I stated above, there are many, many factors that go into Search Engine Optimization, and it's far too easy to fail to realize that what you're getting may not be what you need. Think of it this way: When someone is providing a service, one of the most important goals they have is to present tangible evidence that the work they're doing for you is delivering successful results. When that service is SEO, the most tangible of results is to show you, the client, that your pages are coming up on the first of the Search Engine Results Pages for the keywords you are having optimized. That's great, unless the keywords that been recommended by your SEO provider are more suited to getting ranked versus succeeding in getting viable customers to your website.
It's more common than you might believe, and even the sharpest business people can fail to see when it happening to them. Here's an example: Suppose your business is installing 'invisible fencing,' the sort of electronic sensor product that keeps an owner's dog within their property line by inducing a slight shock when the pooch comes near the buried wire.
It's probably not too difficult to rank for the term 'invisible fence' or similar variations for your business. And, of course, you would want to do that. But if your SEO provider focuses solely on the terms you're familiar with in your business, and doesn't apply their knowledge to finding and optimizing terms that might not be so obvious to you, but will be searched by people who might want to consider your services, how good of a job of growing your business are they really doing?
It would be much harder to get your business ranked on keywords (or maybe even to realize that you should be working to get ranked on keywords) such as 'residential fencing,' 'obedience training,' or even 'my pet strays/wanders.' These keywords may not be searched as often as 'invisible fencing,' but a huge pool of potential customers who have never heard of your pet straying solution have a good chance of finding you by typing in one the terms I listed above, but will never find you otherwise.
Don't compete — DOMINATE.